Case Study: Asana & Advids - Isometric Animation Video For Boosting Enterprise Productivity

A case study on how Advids partnered with Asana to translate the abstract problem of "work chaos" into a clear and engaging 2D motion graphics narrative, leveraging the Advids Clarity & Engagement Framework.

Summary

This case study details the production of a high-energy corporate explainer video for the work management platform, Asana. The primary challenge was to visually articulate the abstract concept of "work about work"—the 60% of time lost to notifications, emails, and searching for information—and contrast it with the clarity provided by the Asana platform. Advids developed a strong visual narrative that pivoted on a key conceptual breakthrough, moving from a literal depiction of "chaos" to a powerful "funnel of distraction" metaphor. The 7-week project utilized our 2D motion graphics pipeline to deliver a final video that was perfectly aligned with Asana's clean, modern brand.

The Challenge

Asana's core value proposition is tackling "work about work," an invisible but universal problem. They needed a video that could, in under 90 seconds, make this abstract problem feel tangible and overwhelming. Furthermore, the video had to visualize the solution—the Asana platform—not just as a tool, but as a new, organized way of working, all while strictly adhering to their established and minimalist brand identity.

The Solution

Advids employed The Advids Clarity & Engagement Framework, a specialized workflow for 2D motion graphics. Instead of relying on cliches, our team focused on developing strong visual metaphors. This led to a key conceptual pivot: visualizing "chaos" as a massive, on-brand "funnel" of distracting items. This set the stage for a dramatic transition to the clean, structured, and collaborative environment of the Asana platform, which we brought to life with fluid keyframe animation and clean user interface mockups.

Client Profile

Asana is a leading work management platform designed to help teams organize, track, and manage their work. Their platform provides teams with clarity on who is doing what by when, helping them move work forward from the smallest details to the biggest goals.

Project Objective

To create a compelling, brand-aligned 2D animated explainer video. The primary goals were to:

1. Visually quantify and dramatize the "60% of time lost" statistic.
2. Clearly demonstrate how Asana's core features (List, Board, Timeline, collaboration) solve this problem.
3. Reinforce Asana's brand identity as clean, modern, and collaborative.

The Advids Clarity & Engagement Framework

For this project, Advids utilized its proven 2D motion graphics workflow. This framework prioritizes a strong visual strategy upfront, ensuring that every asset and transition serves the core message. It involves parallel processing of Vector Illustration and Animatics to quickly establish the look and pacing, followed by high-fidelity Keyframe Animation with a focus on seamless transitions and Kinetic Typography.

Project at a Glance

Project Timeline

• 1. Kickoff & Strategy (Week 1)
  • Milestone: Script finalization and strategic alignment.
  • Key Outputs: Script_v4_Final.docx approved.
  • Quote: "We need to feel the problem, not just see it. How can we make the 60% statistic feel overwhelming?"

• 2. Visual Development (Week 1-2)
  • Milestone: Style and brand motion language approval.
  • Key Outputs: Style_Frames_Set_C_v3.png approved, defining the clean, dimensional 2D look.

• 3. Storyboarding & Conceptual Pivot (Week 2-3)
  • Milestone: The "Chaos Funnel" concept is developed and approved.
  • Key Outputs: Storyboard_Chaos_v1.pdf (rejected concept); Storyboard_Chaos_v2_Revised.pdf (approved "funnel" concept).

• 4. Production & Animation (Week 3-5)
  • Milestone: Full animatic approval and start of keyframe animation.
  • Key Outputs: Animatic_Full_v2.mp4 sent for review.
  • Quote: "The client loves the funnel transition. Let's make sure the easing is perfect as we fall into the clean Asana timeline."

• 5. User Interface Animation (Week 4-6)
  • Milestone: All product feature animations (List, Board, Timeline, Commenting) are completed and integrated.

• 6. Post-Production (Week 6-7)
  • Milestone: Sound design, voice-over mixing, and final mastering.

• 7. Final Delivery (Week 7)
  • Milestone: Final project approval.
  • Key Outputs: Final_Render_v1.mov delivered to the client.

The Production Deep Dive: Translating "Work Chaos" into Visual Clarity

Phase 1: Visual Strategy and Brand Alignment

Goal: To translate Asana's minimalist brand guidelines into a dynamic and engaging motion language.

Process: The project began with an intensive visual strategy session. The Asana brand is clean, optimistic, and uses a distinct color palette. Advids' creative team proposed a dimensional 2D vector style that felt modern and structured. We developed initial Style_Frames_Set_C_v3.png to define everything from character illustration to the look of the animated user interfaces.

Action: A key part of this phase was deciding how to represent abstract concepts. We focused on visualizing specific platform features, like the feedback and commenting tools, to ground the video in tangible benefits.

(Timestamp: 56s) Animating specific, granular features like image commenting was key to the visual strategy.

Feedback Loop: Defining a Brand Motion Language

• Advids: "Here are the initial style frames (Style_Frames_Set_C_v3.png). We've built the core palette and character style, keeping it clean and minimalist as requested."
• Client: "This looks great and is perfectly on-brand. One thought: our three-dot logo is a key part of our identity. Can we incorporate that shape as a recurring visual motif?"
• Advids: "Excellent idea. We can use the three-dot motif as a 'celebration' or 'completion' graphic, reinforcing key moments of achievement throughout the video. You'll see this in the next animatic review."

Phase 2: The Critical Juncture: Visualizing 'On-Brand Chaos'

Goal: To create a powerful visual metaphor for "work about work" that felt overwhelming but stayed aligned with Asana's clean brand.

Process: This was the project's most significant creative challenge. Our initial storyboard (Storyboard_Chaos_v1.pdf) was too literal, showing a person at a desk being bombarded with pop-ups (00:04-00:07). The client feedback was that it was a cliche and didn't capture the sheer volume and anxiety of the problem. We needed a conceptual pivot.

(IMG ASSET 1)

(Timestamp: 8s) The "Chaos Funnel" concept became the visual anchor for the video's core problem statement.

Action: Advids' solution was to develop a new concept: the "funnel of distraction." Instead of just pop-ups, we designed a dynamic camera pull-back (00:07) to reveal a massive, inverted pyramid of disparate, distracting items (spreadsheets, bananas, notifications, statues) all pouring down into a void. This "on-brand chaos" was graphically clean but emotionally overwhelming, perfectly capturing the feeling of "work about work."

Feedback Loop: The 'Chaos Funnel' Conceptual Pivot

• Client: "We've reviewed the animatic based on the first storyboard. The 'pop-up' idea just isn't landing. It doesn't feel big enough. We need to feel the 60% statistic."
• Advids: "We understand completely. The feedback is shared by our team. We've developed an alternative concept (Storyboard_Chaos_v2_Revised.pdf). What if we pull back to reveal a massive 'funnel' of all this distracting work, literally pouring down on the team?"
• Client: "Yes. That's it. It's a much stronger metaphor. It visualizes the volume of the problem. Let's proceed with that."

Phase 3: Fluid Motion Design and User Interface Animation

Goal: To animate the transition from "chaos" to "clarity" and fluidly showcase Asana's key product views.

Process: The "Chaos Funnel" provided the perfect transition. As the items fall away (00:10), they clear the screen to reveal the clean, organized Asana landscape. From here, the animation's focus shifted to fluid motion design. Advids' animation team focused on creating seamless, morphing transitions between Asana's List (00:27), Timeline (00:19), and Board (00:35) views.

(IMG ASSET 2)

(Timestamp: 20s) The clean, animated Timeline view provides a stark contrast to the earlier "chaos" scene.

Action: We used precise Keyframe Animation with careful attention to easing and interpolation to make the user interface elements glide, expand, and shift. This "engineered" motion design made the platform itself feel intelligent, responsive, and simple to use, reinforcing the core message of clarity and ease.

(IMG ASSET 3)

(Timestamp: 35s) Fluid transitions between different product views (like this Kanban-style Board) were critical.

Synergy Analysis: Technology vs. Human Expertise

This project was a prime example of how Advids' strategic expertise elevates standard 2D animation.

• Technology-Powered Contributions:
  • Vector Illustration Software: Allowed for the creation of crisp, scalable, and brand-compliant assets.
  • 2D Animation Suite (After Effects): Provided the technical platform for complex keyframing, motion paths, and compositing required for the seamless transitions.
  • Vimeo Review: Our collaboration tool, which was essential for frame-accurate feedback, especially when discussing the "Chaos Funnel" concept.

• Advids’ Visualization Craft (Human Expertise):
  • High-Level Visual Strategy: The ability to reject a working-but-weak idea (the pop-ups) and pivot to a much stronger, more original visual metaphor (the "Chaos Funnel").
  • Brand-Aligned Motion Language: Translating a static brand guide into a living, breathing motion identity, including subtle motifs like the three-dot "celebration" graphic.
  • Narrative Pacing: Structuring the animation to create a tangible feeling of anxiety and then a powerful, contrasting feeling of relief and clarity. This is a storytelling skill, not a technical one.

Outcomes & Strategic Learnings

A Clear and Compelling Brand Narrative

The final video successfully translated Asana's abstract value proposition into a simple, powerful, and visually compelling story. The "Chaos Funnel" became a memorable visual anchor that made the problem of "work about work" instantly understandable.

High-Impact Marketing Asset

The video provided Asana with a high-energy, on-brand asset used across their marketing channels to explain their platform's core benefits, driving engagement and user understanding.

The Value of the Conceptual Pivot

This project reaffirmed a core Advids principle: don't settle for the first, most obvious visual idea. The success of the video hinged on our team's willingness to challenge the initial storyboard and push for a stronger, more resonant visual metaphor. This creative problem-solving is central to Advids' role as a production partner.

Final Video